What is a TV sponsorship billboard?
A TV sponsorship billboard is a short video that runs just before or after a programme. It opens with the line “Sponzorem pořadu je…” (“The programme is sponsored by…”) and shows your brand, logo or product. On Czech Television (Česká televize, ČT) it may be no longer than 15 seconds; the most common length is ten seconds. A direct call to buy is not allowed. The billboard therefore rests on picture, voice and a single idea the viewer will remember.
ČT1 does not carry classic advertising, so programme sponsorship is the main commercial format there. That is why Czech Television is the largest market for these billboards. We also produce them for Nova, Prima and other stations. Each station has its own rules and templates, and we check them for you.
Why programme sponsorship
Sponsorship is an accessible way onto television, including for companies that are not planning a large advertising campaign. It is also efficient: you choose specific programmes, so you reach the viewers you actually want. That is harder with a classic campaign bought on GRP. You purchase the airtime from the station or through a media agency. We produce the billboard itself.
Production is simpler and faster than for a TV spot. And when the billboard is part of a wider campaign, one shoot can yield more. For Beko we shot with four people and delivered 4 TV sponsorship billboards and 14 online videos.
What you get from us
a billboard concept and a voice sample before we start production
a check of the station’s rules from the first draft
graphics, animation and a packshot of your product, usually without a shoot
further versions for other episodes, a season or a product, prepared in one batch
cut-downs and vertical formats for social media, plus silent loops for screens in the metro, in stores or outdoors
finished broadcast masters delivered to the station: ČT, Nova Group, Prima Group, Seznam TV, AT Media or Óčko
Most billboards today are made purely in graphic post-production, with no shoot. Modern tools, including AI, help us do that. They make the format more affordable and, for the same budget, better-looking than it would have been only a few years ago.
We shoot mainly when the billboard is part of a wider campaign. From a single shoot we then prepare the billboard and further formats for the web, social media or in-store screens.
How the process works
You call or write. All we need is the programme or station, the broadcast date and what the viewer should remember.
We send a billboard concept, a voice sample and a budget. We also say how many versions and formats can come out of it.
Once approved, we prepare the graphics and animation. If the billboard is part of a wider campaign and we shoot, we do it in one shooting day at most.
We record the voice, choose the music and mix the sound so that it meets the station’s specifications.
We prepare all versions at once, send them to you for approval and implement your comments.
We deliver the masters to the station according to its technical specifications. You receive the online versions.
What we will need from you
your logo and brand guidelines, if you have them
the product or its packshot
the programme title, the station and the broadcast date
a contact at the media agency, if the agency is buying the airtime
one person who approves on your side
We request the station’s technical specifications ourselves.
How long it takes and what it costs
It depends on what you bring. If the assets are ready — for example from an international headquarters — we can deliver the billboard in a few hours or days. If we develop the concept and script with you, allow roughly 20 working days including your approvals. If you are in a hurry, tell us in the first call.
For sports broadcasts, allow more time for approvals. Creative for billboards around Olympic broadcasts, for example, is also approved by the International Olympic Committee, which takes 15 working days for it.
The final price depends mainly on how many versions you need and how much work goes into the concept and graphics. Before we start, we always send an itemized budget and a contract, so you know in advance what you are paying for.
Selected work
dm drogerie markt, TV sponsorship billboards for StarDance, as both programme sponsor and programme-block sponsor: “dm, sponsor of StarDance 2026” and “dm, sponsor of StarDance 2024”
dm drogerie markt, a TV sponsorship billboard for the programme Sama doma, with our 2D animation: “dm, sponsor of Sama doma”
ČEPS, a TV sponsorship billboard shot while preparing an image film: “ČEPS sponsorship billboard”
Albatros Media, a TV sponsorship billboard and online spots: “The programme is sponsored by Ladislav Zibura’s new book” (2024)
Albatros Media, a TV sponsorship billboard and online formats: “Zatmění, Jo Nesbø” (2024)
Beko, 4 sponsorship billboards and 14 online videos from a single shoot: “O starost méně” (2019)
Skanska Reality, a TV sponsorship billboard: “Skanska Reality, programme sponsor” (2019)
We have produced billboards and spots for dm drogerie markt, ČEPS, Skanska Reality, Albatros Media, Beko and Berlin-Chemie (Prostamol Uno).
Frequently asked questions
How long can a billboard be?
On ČT, no longer than 15 seconds. The most common length is ten seconds, plus a shorter five-second version.
Can I mention a price or say “buy now” in the billboard?
No. ČT rules do not allow a direct call to purchase. The line “Sponzorem pořadu je…” must be heard, with the company name or logo and its main activity. You may show the product.
Does the billboard have to be shot?
Usually not. Today we typically make it purely from graphics, animation and a packshot. We shoot when the billboard is part of a wider campaign and the shoot will also yield other formats.
Do you also buy the airtime?
No. You buy the airtime from the station or through a media agency. We produce the billboard and deliver it. We will coordinate directly with your media agency.
The programme runs for a whole season. Do we have to keep the same billboard?
No. We can prepare several versions at once, for example for individual episodes or for different times of the year.
Can you also make a Slovak version?
Yes. We prepare the Slovak voice and copy and deliver the billboard to Slovak stations. We also produce language versions for other markets, for example Poland or Lithuania.
Send us the programme and the date
Call +420 777 853 871 or write to petr@thecompany.cz. We will get back to you immediately, and you will have a quote by the next day. If the deadline is tight, we can process the brief within a few hours. We take calls late in the evening or early in the morning, and we keep our promises.
Request a no-obligation quote for a TV sponsorship billboard.
